What are the key factors influencing young Norwegian women to purchase digital media products? A study of young Norwegian women’s willingness to pay for digital media products.

Abstract

This purpose of this study is to examine current consumer behaviors in the context of today’s dynamic market of digital media. The aim is to investigate young consumers’ willingness to pay for digital media products, with a focus on Norwegian women aged 20-30 as the target group.

The thesis is inspired by previous research on willingness to pay for media products among a young audience. I wanted to investigate this specific target group further, following recommendations from industry experts and suggestions for further research in previous studies. My initial assumptions involved a low willingness to pay among the target audience due to lower income, inadequate pricing, and the availability of social media as a substitute to traditional media products.

To address the research question, I have drawn on existing knowledge from existing literature and industry experts. The research framework was inspired by the literature review by O’Brien and colleagues from 2020. 17 assumptions related to the factors under investigation were developed, which will be supported or challenged in the study’s analysis.

Two expert interviews and eight in-depth interviews with the sample has been conducted. In the discussion, the findings is supported by the secondary literature presented in earlier chapters in the thesis.

Furthermore, I argue that pricing is not the only important factor to influence willingness to pay, as other factors also affect the motivation to pay for media products. The results show that factors such as trust in brand, customization, and available payment methods significantly impact the willingness to pay for young Norwegian women.

There is a lack of studies that have examined this issue with a Norwegian target group using qualitative methods. The thesis can provide valuable insights for media actors who wish to reach this target group today.